Фабрика выбора: Как преодолеть 25 препятствий , которые мешают клиенту совершить покупку

Before you can influence decisions, you need to understand what drives them. In The Choice Factory , Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential. The 25 biases. The fundamental attribution error Social proof Negative social proof Distinctiveness Habit The pain of payment The danger of claimed data Mood Price relativity Primacy effect Expectancy theory Confirmation bias Overconfidence Wishful seeing Media context The curse of knowledge Goodhart's law The Pratfall effect Winner's curse The power of the group Veblen goods The replicability crisis Variability Cocktail party effect Scarcity Ethics Conclusion.